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QUICK SERVICE RESTAURANTS IN INDIA

2011

Objectives
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To identify existing opportunities in the Indian QSR space To summarize the macroeconomic environment of the industry To explain the working of a QSR To indicate the current trends

To summarize key player profiles and understand their positioning vis--vis one another
To understand the challenges faced by QSRs in an emerging market like India

Contents
Sr. No Table of Contents Executive Summary I a. Industry Overview Introduction Slide # 4 5 6 Sr. No h. Table of Contents Growth Strategies Slide # 19

i.
j. k. III a.

Menu Planning
Standardization Case Study Dominos India Key Players Key Player Profiles

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21 22 25 26

b.
c. d. e. f.

Market Segmentation
Growth Drivers Challenges SWOT Analysis QSR Features and Target Audience

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8 9 10 11

b.
c. IV a. b. c. V

Key Players segmentation


Brand Positioning Trends and Future Prospects Trends Rising Investor Interest QSRs coming to India About DEssence

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31 33 34 35 36 38

II
a. b. c. d.

Working of a QSR
Importance of Brand Formats and Locations Setting up a QSR Managing Human Resources

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13 14 15 16

e.
g.

Marketing Strategies
Pricing Strategies

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18

Executive Summary
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India is witnessing rapid urbanization of small towns and growth of mid-sized cities. This along with rising population in key metros and higher disposable incomes is fuelling growth in every industry. 35% of Indias population will be in urban centres by 2020 totaling to 53 crores compared to the current urban population of 32 crores.

Consumer markets are being driven by the countrys youth population. Be it college goers or the
young working class, exposure to the international environment and culture, has created a demand for world-class products at affordable prices.

This has led to the rise of Quick Service Restaurants (QSRs) in India, the fastest growing segment in the eating out market. By 2012, there will be at least 2000 more QSR outlets across India.

With QSR giants like Starbucks and Dunkin Donuts yet to foray in the market, there is a lot to look forward to.

Industry Overview

7% of the total restaurant market comprises of QSRs


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The Indian fast food market is growing at an annual rate of 25-30 per cent, Foreign fast food chains are aggressively increasing their presence in the country.

Estimated Size of the Indian Restaurant Industry

The market is dominated by global brands like McDonalds, KFC and Dominos specially in the organized fast food segment. Growing trend of consumption of new cuisines and increasing brand awareness has led to the increase of global players. The new age Indian consumers have also played a significant role.
Unorganized Market, Rs.3 4400 Cr. (80%)

Organized Eating Out Market, Rs. 8600 Cr. Growth : 20% (20%)

Growth : 5-6%

QSR Market Rs.3000 Crores 7%


Organized Restaurant Market (Except QSRs) Rs.5600 Crores 13% Unorganized Restaurant Market Rs.34400 Crores 80% Total Restaurant Industry Rs. 43000 Crore

Organized modern formats like malls, multiplexes and food courts have also become a favoured destination. Larger companies are teaming up with small

franchisors to set-up their brand.

QSRs started with big metros, but are now building their presence in Tier 2 cities like

Pune, Ahmedabad, Chandigarh and Bangalore.


Sources: www.nrai.org,, www.rncos.com

Market Segmentation
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Restaurant Industry Road-side location No technical standards No accounting standardization

Unorganized

Organized

Accounting Transparency Organized Supply Chain Quality Control Sourcing Norms Multiple Outlets Dominated by Global Players

Full-Service Restaurants

QSRs

Bars and Lounges

Kiosks/Carts

Fine Dining Casual Dining

Take-away Home Delivery Eat-in Highest growth segment. Maximum Footfall due to increasing traffic at airports, railway stations, malls, multiplexes and supermarkets

Growth Drivers
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25% of population eats out at least twice a month and spends Rs.150-Rs.500 / meal

Urbanization Expanding Middle Class

Youth Spending

Nuclear families

Better logistics

Mall and Multiplex boom

A younger and richer India is fuelling rapid growth in the eating-out segment Total population of Gen Next (13-24 Age Group) Total population of Gen Next living in urban areas Affuent Upper Middle Class Key consumption areas Spending Power 300 million 29.5 % or 88.5 million Clothing & accessories, Food, Entertainment and durables Rs.3000-40000 per month Urban youth behaviour Socially active Hangs out at coffee shops and malls Prefers to be seen at the right places Expresses ones identity through choice of brands consumed

Household Distribution By Annual Income


1% 2% 11% 2% 5% 29%

Lower Middle Class


86% 64%

Bottom of the pyramid

2010

2020

Sources: Marketing Whitebook 2011-12, Economic Times, MGI

Maintaining Consistency in product and quality of service are the biggest challenges faced by QSRs
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Challenges
Demand Side
Health and hygiene concerns among buyers

Supply Side
Maintaining Quality of Service

Talent

Supply Chain
Building a costeffective supply chain Establishing a supply chain in a new region Monitoring quality of products procured from third parties

Acquiring Key Talent

QSR customers are very easy to sell to, but also very easy to lose
Beating local competition

Localization of Menu

Managing high attrition rate amongst junior level employees

Standardization of product across outlets Monitoring multiple outlets Reducing service time efficient assembly line

Low entry barriers

SWOT Analysis
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STRENGTH

OPPOTUNITIES

Burgeoning middle class Risk-sharing in a franchise based model Abundance of cheap labour in India Increase in malls and
Positive

multiplexes
Increasing youth spending Urbanization

WEAKNESS

THREATS

Sourcing Talent Monitoring franchisees Maintaining quality standards across outlets

Food Inflation Product imitation Price Competition Dependency on third parties


Negative

Understanding Indian tastes

Local Competition

Internal Factors

External Factors

Urban Youth Make Up The Prime Target Audience


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Particulars Low Cost in terms of initial investment as well as operating cost Low Risk Key Features of a QSR High Impulse products Best Retail Locations Competitive Prices

Target Audience Profile Young Urban Professionals on the move Teenagers Students Multiplex audience Shoppers

Category

Target Audience Behaviour Hygiene & Taste conscious Brand conscious Westernized culture

Age group Location

16-35 Cities and towns Middle and Upper Middle Class

Social Class

Seeking international standards


Value seekers Experimental Lifecycle Dependent and Pre-Family*

*based on Sagacity Lifestyle Model

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Working of a QSR

Brand Image, Ambience and Overall Experience are important intangible factors for QSR customers
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A QSR is meant to create instant interest in the mind of the consumer. It has to have

Intangible parameters that make a QSR successful Brand

Mass appeal A characteristic ambience A unique experience A strong brand identity

One cannot find Ronald at any other burger joint except McDonalds.

Experience

Ambience

The service, which is the only human touch, plays a big role in creating a unique experience. A lot of time and resources are spent on training the staff ,as they represent the brand. KFC employees are expected to live up to their 3 Fs to create to perfect environment Fun, Friendly and Familiar.

In an effort to maintain the same experience across outlets, the service, interiors and menu items are standardized .

QSR Formats and Locations


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QSR FORMATS Malls Restaurants Tourist hubs Food Court Counters Corporate hubs Kiosks/Food Carts Take-away/Delivery Drive-ins

LOCATIONS

Shopping Centers
Multiplexes Airports/ Railway Stations

Setting up a Franchise Outlet


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Initial Qualification Application Review Background and Credit Check Assess training needs Signing of Franchise Disclosure Document Verify Assets

Operation Plan Prospective franchisee makes an operation plan which is reviewed thoroughly

Site Exploration and Securing Control Determine Site Selection Strategy Identify focus areas Franchisor completes Action Plan for Trade Area Franchisee negotiates for the site and sends letter of intent

Site Registration Franchisor sends site registration to brand for approval Franchisee remits funds

Franchise Onboarding Franchisee arranges for Financing Hires a Team Franchisor provides Support and Training Builds Restaurant Supports in Grand Opening

Franchisors Role after the launch On-site Training is provided for every procedure. The Franchisor has an approved vendor list from where the ingredients can be sourced. They have an annual promotional and advertising plan that they implement with the support of the franchisees. Quality checks are conducted via Consumer Feedback, Food SafetyAudits and Standard Audits

Managing Human Resources


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Acquisition Human Resource Tree at at a typical QSR outlet Restaurant Manager First Asst. Manager Trainee Manager Trainee Floor Manager Second Asst. Manager

When QSRs come to India, they find it difficult to get experienced talent for strategic positions. There are very few people with relevant experience, especially in a global firm. Poaching employees from competitors would mean

huge incentives and salary raises. Thus a lot of companies hire people in the
same function but from a different industry.

Support & training

The franchisors offer support and training to the franchisees for effectively running the small format franchise business. Training is conducted at 3 stages:

Induction On-going Refresher Retention

Training Squad
Crew Member

Out of 10000 emloyees, KFC has to replace 7000 employees each year. This
means cost for fresh recruitments, training and relieving employees is very high. Dominos has increased salaries of store front employees by 20% and implemented an incentive plan in order to reduce attrition rate.

Marketing Strategies
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QSRs have to play on their strengths to create and communicate a brand promise. The brand promise can be anything from fast service to low prices to healthy food. Successful QSR chains have been able to take their brand promise very effectively to the masses.

A large burger chain targeted the value seeker community and created highest value for money as its brand promise.

Indias largest Pizza chain targeted the customers who wanted fast service at their doorsteps. It created the brand promise of assured fast delivery and communicated it with its 30 mins or its free campaigns

A large coffee shop chain wanted to position itself as not just a coffee shop but a place to hangout with friends and family. They marketed themselves with the tag line A lot can happen over coffee which clearly communicated that they wanted their customers to have a complete experience much beyond just coffee.

Pricing Strategies
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Its important for QSRs to price their products carefully because of the stiff competition that they face. The strategy is to price their products in such a way that the maximum number of customers can be retained and at the same time higher margins are abstracted from the customers who do not mind paying more for extra value. This is achieved by: DIFFERENTIAL PRICING VALUE PRICING Value combos allow the QSR to sell more no of high margin products with the low margin base products.

Pricing the base product aggressively and keeping higher margins on the side orders

This strategy is for the price conscious consumer who sees great value in the base product and can choose to not take the side orders

Eg: QSRs try to sell more French fries and cold drinks through their value meals. Pizza chains sell more garlic bread and cold drinks through their value meals

At the same time it allows the QSR to charge the customer for whom price does not matter, much more through the high margin side orders

Most QSRs keep fighter brands in their menu to remain competitive.

Growth Strategies of QSRs


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A large burger chain in India has the highest foot fall amongst all countries, but the lowest average bill. Growth in India is achieved based on volumes, hence every QSR is looking to expand its presence .

A coffee trading company who supplies coffee beans, started a retail business of coffee shops all over India.

Forward Integration

A casual restaurant chain diversified into food court stalls., thus entering the QSR market.

Horizontal Diversification

A coffee shop chain diversified its coffee shops business by establishing express outlets and coffee machines.

Concentric Diversification

A soft drink giant branched out to form a new company with Pizza and Fried Chicken chains in its umbrella. It sold off its stake, but is in a lifetime contract with the firm

Lateral Diversification

Menu Planning
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Menu Selection is critical, especially when localizing in markets like India and China where traditions, religion and local taste are cannot be ignored. Enlisted below are some of the important factors:

Size of outlets

QSRs do not keep the full menu at all outlets. Instead they include only a few high volume products at outlets with space limitations like food courts and express kiosks

Target in terms of demographics

Depending upon the age group they are targeting, QSRs have to adjust their menus. QSRs targeting older age groups have to include healthier and more traditional food items in their menus where as QSRs targeting the youth can have more experimental and/or fast food items.

Local taste preference

Product adaptation according to customer preferences is really important for QSRs to succeed. International chains in India have to adjust their menus to include more vegetarian and spicy items. A Fried Chicken brand has the most extensive range of items in India amongst all its worldwide outlets Most QSR giants avoid using beef and pork due to cultural taboos.

The 4 pronged approach to ensure standardization across all outlets


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Standardized aspects of every outlet There are 4 important factors that enable standardization for a restaurant with multiple outlets:

Training

Equipment
Every new employee has to go through a specific pre-designed training program for that level of employment. The same machines are used by all outlets for making the dishes. Standard recipes have to be followed by the chefs who receive thorough training for the same. QSRs have centralized approved vendors from where they procure and process raw materials. They also procure finished products like spices and condiments from the same vendor and distribute it.

Recipes

Procurement of Products

Case Study Dominos India


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60 9000+ 400 364 9000

Jubilant Foodworks Ltd. operates the 364 Dominos outlets in India, pursuant to a Master Franchise Agreement with Domino's International, which

international markets

provides them with the exclusive right to develop and operate Domino's pizza delivery stores and the associated trademarks in the operation of stores in India, Nepal, Bangladesh and Sri Lanka. The pizza stores in Sri Lanka are operated by their subfranchisee, DP Lanka.

outlets worldwide

million pizzas sold each year

outlets in India

It is the largest Pizza chain in India, way ahead of its immediate competitor Pizza Hut with 50% of market share in the Indian Pizza market and 70% market share in the home delivery market.

employees in India

Source: dominos.com, dominos.co.in, reuters.com

Case Study Dominos India


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Market share in the Indian Pizza market 50% Market share in the home delivery segment 70% 80% of their sales come from the Pizza segment, and

Particulars Sales Per Day Per Outlet EBIDTA margin (9M FY2011) FY2011) Rs.56600 18%

the remaining is attributed to beverages and side items. Same Store Sales Growth (9M
80% of sales come from home delivery and 20% from OTC sales.
Market Share

38.7%
65%

Sales Break-up: Cuisine-wise

Sales Break-up: Segment-wise


20%

4%

16% Pizzas Beverages Others 80%

Home Delivery Over-the-Counter 80%

Source: indiainfoline.com, dominos.co.in

Critical Success Factors of Dominos India


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Critical Success Factors 1. Delivery-oriented model reduces cost 2. Dominos has a vertically integrated supply chain. (as seen below) 3. Franchising model

Supply Chain of Dominos


Refrigerated trucks carry the finished items to retail outlets Retail Outlets Items are prepared based on orders and sent to end consumer

Regional warehouse Regional Centralized Facilities for processing raw material like dough 4 centres across India

Raw Material Supplier (Approved vendor)

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Key Players Profiles

Key Player Profiles


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Name Cuisine Parent Company/ Master Franchisee Hard Castle Restaurants Pvt. Ltd Devyani International Ltd. Mirah Group Bangs India Devyani International Ltd. Origin Location Formats Dine-In, Food Courts, Drive-in Dine-In, Food Courts Dine-In Dine-In, Food Courts Dine-In Dine-In, Delivery , Food Courts Dine-In Dine-In, Delivery Dine-In, Delivery Dine-In, Delivery Dine-in, Delivery Dine-In, Delivery Outlets Expansion Plans in India To add 20-25 outlets by 2013 500 outlets by 2015 100 outlets by FY2011 300+ outlets by 2015 To add 70 outlets in 2011 To add 20 outlets -

McDonalds KFC Chicking Bangs Fried Chicken Pizza Hut

Burgers Fried Chicken Fried Chicken Fried Chicken Pizzas

USA USA UAE India USA

PAN-India PAN-India South Zone South Zone PAN-India

210 110 14 7 171

Dominos
Papa Johns Pizza Corner US Pizza Smokin Joes Garcias Slice of Italy

Pizzas
Pizzas Pizzas Pizzas Pizzas Pizzas Pizzas

Jubilant Foodworks
Om Pizzas& Eats Global Franchise Architects United Restaurants Ltd. Smokin Joes Pizza Pvt. Ltd. Garcias Famous Pizza Green House & Hestoft Foods Pvt. Ltd.

USA
USA India India India India India

PAN-India
West Zone South Zone PAN-India PAN-India West Zone North Zone

364
25 50 77 52 20 16

Key Player Profiles


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Name Barista Costa Coffee Cuisine Coffee Shop Coffee Shop Parent Company/ Master Franchisee Barista Coffee Company Ltd. Devyani International Ltd. Amalgamated Bean Coffee Trading Co. Citymax Hospitality Kents Fast Food Subway Systems India Pvt. Ltd. Yum Restaurants Mirah Group Famous Brands Ltd. Origin India England Location PAN-India PAN-India Formats Espresso bars, High end cafes Cafes Cafes, Mall & Airport kiosks, Office outlets Cafes Dine-In Dine-In, Food Courts Dine-In Dine-In, Kiosks Dine-In Outlets in India 230 75 300 outlets by 2014 To add 200+_ outlets by 2014 40 outlets by 2012 250 outlets by end of 2011 100 outlets by 2015 100 outlets by 2011 Expansion Plans in India

CCD Gloria Jeans Kents Fast Food

Coffee Shop

India

PAN-India

1090

Coffee Shop Burgers Submarine Sandwiches Tex-Mex Lebanese Burgers

Australia India

Metros North Zone

15 15

Subway
Tacobell Falafel Veg. Hummus House Wimpy

USA
USA India UK

PAN-India
Bangalore Mumbai Delhi

200
3 8 3

Yo! China

Asian

Moods Hospitality Pvt. Ltd

Delhi, India

PAN-India

Dine-In, Kiosks

80+

Key Player Profiles


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Name Dosa Plaza Jumboking Cuisine South Indian Vadapav Parent Company/ Master Franchisee Prem Sagar Dosa Plaza Pvt. Ltd. Jumboking Foods pvt.ltd. East West Ethnic Foods Pvt. Ltd. Spring Leaf Retail Pvt. Ltd. Nirulas Corner House Pvt. Ltd. Kailash Parbat Restaurants Pvt. Ltd. RK Group Haldiram Snacks Pvt. Ltd. Bikanervala Foods Pvt. Ltd. Sagar Ratna Hotels Pvt. Ltd. J.Tibbs & Co. Origin Mumbai, India Mumbai, India Bangalore , India Bangalore , India Delhi, India Mumbai, India Delhi, India Delhi, India Delhi, India Delhi, India Mumbai, India Location PAN-India West Zone Formats Dine-In, Food Court Express, Restaurant & Takeaway Dine-In Dine-In Dine-In, Kiosks Food Court Stalls Dine-In, Delivery Dine-In Restaurant, Institutional Tuck Shops, Food Cart Dine-In, Food Court Kiosks Outlets 35 43 Expansion Plans in India 250 outlets by 2011-12 To add 50 outlets by 2012 -

Kaati Zone Mast Kalandar Nirulas Kailash Parbat Comesum Haldirams Bikano Chat Cafe

Mughlai Indian MultiCuisine MultiCuisine MultiCuisine MultiCuisine MultiCuisine MultiCuisine Frankie

South Zone South Zone North Zone PAN-India PAN-India North Zone North Zone

15 21 80+ 15+ 11 18 68

Sagar Ratna Tibbs Frankie

North Zone West Zone

53 20+

Key Players Segmentation


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Segmentation based on Size of the Chain


Local Chain Jumboking Nirulas Mast Kalandar Kaati Zone Garcias Falafels Bangs Fried Chicken Haldirams Sagar Ratna Bikano Chat Caf Kents Fast Food National Chain Comesum Dosa Plaza Kailash Parbat Yo! China Smokin Joes US Pizza International Chain McDonalds KFC Subway Wimpy Dominos Pizza Hut Smokin Joes Pizza Corner Papa Johns Wimpy Subway Pizzas Dominos Pizza Hut

Segmentation based on Cuisine


Burgers & Sandwiches McDonalds KFC Coffee Shops CCD Barista Costa Coffee Gloria Jeans Indian Comesum Sagar Ratna Kailash Parbat Mast Kalandar Kaati Zone Specialty Cuisine Jumboking Yo!China Tabobell Falafel Tibbs Frankie

Kents Fast Food

Barista
Caf Coffee Day Tibbs Frankie

Pizza Corner
Papa Johns Tacobell Costa Coffee Gloria Jeans

Garcias
Slice of Italy US Pizza

Haldirams
Nirulas Bikano Chat Cafe

Geographical Segmentation
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PAN-India : International Cuisine McDonalds* NORTH ZONE Nirulas Haldirams Bikano Chat Caf Slice of Italy Kents Fast Food Sagar Ratna Wimpy WEST ZONE Papa Johns* Garcias Falafel Jumbo King SOUTH ZONE Pizza Corner* Chicking* Tacobell* Kaati Zone Bangs Fried Chicken Mast Kalandar KFC* Subway* Pizza Hut* Dominos* US Pizza Smokin Joes PAN-India : Indian and Specialty Cuisine PAN-India : Coffee Shops Gloria Jean* Costa Coffee* Barista Caf Coffee Day

Dosa Plaza
Comesum

65% of Dominos revenues are contributed by the top 7 cities out of 70 cities it is present in. 50% of their outlets are in Maharashtra, New Delhi and Karnataka

Kailash Parbat Yo! China Tibbs Frankie

*International Brands

Key Players Positioning


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PAN-India
Pizza Hut Dominos Yo! China*

PAN-India

Ethnic Cuisine

Comesum* Dosa Plaza* Kailash Parbat*

Caf Coffee Day* Barista* Gloria Jeans Costa Coffee

McDonalds KFC Wimpy Subway International

Cuisine

Ethnic Cuisine

Sagar Ratna* Haldirams* Mast Kalandar* Jumbo king* Kaati Zone* Bikano Chat Caf* Nirulas*

Tacobell Falafel

Pizza Corner Papa Johns US Pizza* Smokin Joes* Slice of Italy* Garcias*

Chicking Bangs Fried Chicken* Kents Fast Food* Tibbs Frankie*International

Cuisine

Zonal

Zonal
*Indian originated chains

Dominos and Caf Coffee Day are the largest QSRs in India in terms of reach and number of outlets
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No. Of Outlets v/s Geographical Spread of Pizza Chains Pizza Chain Dominos No. of Outlets Outlets 364 Spread PAN-India Origin International

Pizza Hut
US Pizza Smokin Joes Pizza Corner Papa Johns Garcias

171
77 52 50 25 20 16

PAN-India
PAN-India PAN-India South Zone West Zone West Zone North Zone

International
Indian Indian International International Indian Indian

5 10 Geographical Spread

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Slice of Italy

No. Of Outlets v/s No. of Cities of top brands in India

Chain Caf Coffee Day Dominos McDonalds Pizza Hut Barista Subway

Outlets 1090 364 210 171 230 200 110

Cities 120 87 45 34 30 26 21

Spread PAN-India PAN-India PAN-India PAN-India PAN-India PAN-India PAN-India

Origin Indian International International International Indian International International

No. of Outlets

15

No. of Cities 65

115

KFC

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Trends and Future Prospects

Big brands Small cities Small formats


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Locations
Large chains expanding to smaller cities

Formats

Cuisines
Basic street Foods entering organized market Vadapav, Ice Gola

Technology
Online ordering systems

Express Outlets

Domestic chains setting up in big cities

Smart Carts/Kiosks

Regional cuisines Kebab Lucknow Wale, Malwaneez

IVR system for placing order and making payment via Credit Card

Kiosks have managed to attract huge footfalls at sales points. Even big chains are now customizing their outlets to smaller models like express and stand-ins

Integration of concepts so Mcdonalds serves coffee and CCD serves sandwiches Menu diversification by introducing Indian flavours Chicken TandooriSub at Subway

Investors are queuing up to get a big slice of the pie


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With the number of QSRs growing at 30% per year, the industry is attracting investors interest, especially after the IPO of Jubilant Foodworks, the master franchise of Dominos Pizza in India

ICICI Venture acquired 10% stake i.e. $55 Million in Devyani International who is the franchisee of KFC, Pizza Hut and Costa Coffee in India

Also Mast Kalandar, a Bangalore-based QSR chain, secured a second round of investment from Helion Venture Partners, Footprint Ventures and Salarpuria Group.

Chinese cuisine QSR Yo! China received funding of $5.5 Million from Matrix partners

Accel Partners invested in Bangalore-based fast food chain Kaati Zone.

Source: vccircle.com

QSR giants Dunkin Donuts and Starbucks set to foray into the Indian market
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Dunkin Donuts- Jubilant FoodWorks is to develop, sub-franchise, and operate more than 500 Dunkin Donuts restaurants throughout India over the next 15 years. The first Dunkin Donuts locations are expected to open by early 2012. The Agreement marks the largest international store development commitment in Dunkin Donuts history.

Starbucks Tata Coffee is to bring Starbucks , the worlds largest coffee chain to India through a Joint Venture
Quiznos The US-based subway restaurant chain has signed a master franchise agreement with Arjun Valluri for setting up outlets in Southern India.

Source: www.dunkindonuts.com, www.trak.in, U.S. Franchise Trade Mission Participants Profile, April 10-15 2011

Sources
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Research firms Technopak IBEF Marketing Whitebook 2010-11, 2011-12 Mckinsey Global Institute www.rncos.com www.nrai.org Company Websites www.yum.com www.mcdonaldsindia.com www.dominos.co.in Other websites Hospitalitybizindia.com Indiaretailing.com Franchiseindia.com Newspapers Deccan Herald Economic Times Business Standard DNA

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About DEssence

Our Services
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DEssence Hospitality is Boutique Management Consulting firm based in Mumbai which provides specialty consulting services for the entire spectrum of the hospitality industry with a special focus on hotel operators, builders and investors

Feasibility Studies

Market Viability Technical Viability Business Model Viability

Management Model Viability Economic and Financial Model Viability Exit Strategy Viability

Site Analysis - We have vast experience in project planning & site selection. In many cases it has been seen that planners & architects normally look into a project from design and land-use perspectives. But we do detailed site and market analysis to determine the viability of the project from financial and investment standpoint.

India Entry Strategy - We help our clients to develop suitable market entry strategies through analyzing entry barriers (ease), geographical factors, incumbents resistance and routs to market.

Management Contracts - Branded operators have very stringent clauses in the contracts. To deal with them needs deep understanding of the domain and effects of each clause on the profit margins. DEssence Hospitality Services makes full use of its expertise in understanding the management contracts and negotiating it for best acceptable terms.

Our Services
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Key Recruitments DEssence Hospitality is dedicated to becoming Indias leading executive search firm exclusively serving the Hospitality Industry. Our search team enables you to recruit for executive level management, divisional managers, general managers, culinary, finance, sales and marketing, food and beverage, engineering

professionals who will all, directly affect and drive the profitability of your organization

Acquisitions From our years of experience, we advise our clients on which assets to buy and when to buy and based on our recommendations they devise strategies for buying assets. We also provide assistance to our clients to develop assets disposal strategies in order to maximize project performance

Business Model and Business Plan


We assist our clients in the business planning process and then prepare a plan based on the available resources and their business objectives. Our Business Planning services include feasibility studies, business formation plans, strategic plans, new product plans, marketing and promotional plans, etc.

Fund Raising Mentoring Growth Strategy

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DEssence Consulting 303, Aar Pee Center, 11th Road, Gufic Compound, MIDC, Andheri (E) Mumbai- 400093 Tel +91 22 28347425 www.dessencehospitality.com